SPIRIT OF THE HOLY MONTH BY DESIGN
▶ Global brands have teamed up with Middle Eastern artists to create one-off pieces, writes Sarah Maisey
International brands, from Harrods to adidas, are embracing the spirit of Ramadan at the grassroots level by commissioning regional artists to create one-off works. Arguably one of the most famous department stores in the world, Harrods has commissioned Diaa Allam, who was born and raised in the UAE, to create a unique piece of calligraphy artwork with white and purple lettering on a gold background that reads “Ramadan Mubarak”.
Allam, founder of Na7t Designs, has had his calligraphy featured extensively across the region – in murals for Aldar Properties, artworks for Dubai Mall and at Flag Park in Ajman. He also created the artwork for the Ousha and The Moon show at Al Wasl Plaza at Expo 2020 Dubai, and he has created exclusive packaging for French fashion houses Dior and Cartier.
With a sweeping style of lettering, images are often created from calligraphy. His collaboration with Harrods is made more meaningful because even though the store has no physical presence in the region – it only offers online shopping – it has chosen to mark the importance of Ramadan out of respect for its Arab customers.
Japanese cosmetics company Shiseido, meanwhile, has called on Emirati artist Yasmin Al Mulla to design a matcha set, included in two limited edition Ramadan sets.
As the designer behind the UAE women’s abaya and modestwear brand YNM, Al Mulla is known for her minimalist style and has applied that pared-back methodology to the project with Shiseido.
For Ramadan, she was asked to design a matcha set, which includes a porcelain cup, whisk, bamboo scoop and organic, ceremonial matcha. It comes with either a purchase of the Shiseido Ramadan Exclusive Premium Serum Set or Ramadan Exclusive Premium Cream set.
As well as designing the flowing gold lines on the cup, Al Mulla also worked on the presentation box and its motif.
Swiss jewellery house Piaget and Emirati designer Huda Al Nuaimi have also collaborated on a special edition set of six coffee cups. Taking the theme of gold, the jeweller gave Al Nuaimi the task of creating exclusive prints for Ramadan. Piaget is one of the few jewellers to have its own gold foundry, and Al Nuaimi used the importance of the precious metal as the inspiration behind her designs.
Looking to the history of the house that began in La Coteaux-Fees in 1941, Al Nuaimi has created two delicate drawings – one with tall poppies and flowers, the other a wider landscape featuring a house, with a sun and moon. These designs have been transposed on to the gold-on-white cups.
Elsewhere, sportswear brand Lacoste has teamed up with Rex Chouk, an illustrator from Saudi Arabia. Asked to capture the spirit of Ramadan in a single drawing, Chouk selected the colours of sunset for the image, which shows various Ramadan rituals enjoyed across the Gulf. Distinctive buildings from the region feature as the backdrop, including Burj Khalifa, the Kingdom Centre of Riyadh, the twin towers of the Bahrain World Trade Centre and the blueand-white Kuwait Towers.
Also in the playful image, people can be seen enjoying iftar. Front and centre is Lacoste’s crocodile motif, dressed in a gold polo shirt and white kandura. The illustration has been made into limited edition patches, available at Dubai Mall, Vendome Mall Qatar, Nakheel Mall Riyadh and Mall of Arabia in Jeddah, as well as a short video on social media.
Another sports brand embracing the spirit of Ramadan is adidas, which has teamed up with Lebanese illustrator and storyteller Flayhan, who has worked with the likes of Gucci, Carolina Herrera and Kiehl’s.
Her capsule collection for adidas comprises two illustrations. Featuring a hand with henna-dipped fingers, a falcon, a date palm surrounded by stars, a sun with a seeing eye and a crescent moon, one image appears on the back of T-shirts and hoodies, while a second, smaller version sits on the front.
Flayhan has also created a design that will feature on Costa’s coffee cups this month. It features a cup of coffee surrounded by a crescent moon and stars, in blue and gold.